"Children'S Shoes In Foreign Trade"

"The key to foreign trade to domestic sales is pformation and positioning."

Optimistic about the pformation of domestic market and foreign trade enterprises

"We are catching up, but not so nervous."

Wu Hui said.

Wu Hui is the general manager of Quanzhou Nan Qi shoe industry Co., Ltd. in 6 and July, because of the new round of tax rebate adjustment implementation date, many export shoes enterprises in Quanzhou are constantly adjusting. On the one hand, they rush to rush to ship and reduce their losses on the one hand, and on the other hand, some enterprises are looking at the domestic market.

In fact, the impact of tax rebate adjustment on enterprises has been sighed by Quanzhou's foreign trade shoe enterprises.

It is understood that as the tax rebate for children's shoes is also reduced in this adjustment, some enterprises that rely on tax rebates to maintain profits are considering pformation or even "closing down".

But for Wu Hui and Nan Qi, the situation may not be so bad.

Since 90s, Nan Qi has been engaged in the production and export of children's shoes in the international market such as Eastern Europe, Western Europe and South America. But in 2001, the company began to consciously cultivate its own brand and expand its domestic market.

"The company's brand" good dog "was founded at that time, Wu Hui said." a few years ago, the company noticed the increasingly serious export environment, and gradually strengthening the construction of the domestic market was also looking for a "retreat" for the enterprise.

In Wu Hui's view, after all, the foreign trade environment is relatively unstable. If you have an independent brand and a stable domestic market share, it is equal to mastering the initiative.

In Jinjiang, Quanzhou, there are many enterprises that share the same view with Nan Qi. Jinjiang Kangda Shoes Co., Ltd. is also planning to seize more domestic market share quickly.

Yao Yong, manager of marketing department, believes that the market of children's shoes in China is now in a period of "vassal dispute", and no leading brand has yet emerged. The domestic market space is relatively large. "From this point of view, there is still much room for it."

Yao Yong said.

In fact, the potential of domestic children's shoes market is still optimistic for many enterprises and experts, even if they do not consider the factors that impede the export of foreign shoe enterprises to the domestic market.

According to statistics, at present, children under 16 years old in China account for 380 million, accounting for 1/4 of China's total population, and about 27 million newborn babies are born every year.

With the improvement of people's living standard, 40% of family expenses are children's consumption.

In particular, the only child policy in China determines that consumers of this special age group are the most potential consumer groups in today's society.

In response, people in the industry say that people's living standards are getting higher and higher, and parents are spending more and more on their children's lives. Children's consumption presents an obvious trend of individuation and purchase initiative.

And data show that in the list of children's consumption, the market space of children's shoes will increase rapidly year by year. If the number of children in the whole country is 380 million, and each person consumes 4 pairs of shoes every year and 20 yuan for each pair of shoes, the domestic children's shoes will have a market of 28 billion 800 million yuan.

Compared with other children's products, children's shoes are small in cost and big in profits. In the eyes of businessmen, children's growing feet are the source of money coming from behind. The old training of "no shoes at the foot" is also stimulating the nerves of young parents. This has become a factor for more and more enterprises to intervene in the domestic children's shoes market.

However, at present, it is a difficult problem between enterprises with high enthusiasm and huge market, such as improving marketing system and establishing standard agency mechanism.

Looking at the domestic children's shoes market from the management mode

In fact, the management of children's shoes Market in China has already developed more mature, and the competition in the industry is fierce.

But in these different ways of operation, there are different pros and cons.

Wholesale marketing.

When the agent of the brand obtains the exclusive agency management right in a certain area, the sales market is set up in the centralized footwear wholesale market in the region so as to develop distributors and sell products through the naturally formed product digestion channel. Usually, the brand enterprises will maintain the discount to the total agent business at around 60 percent off.

This way has the advantage of low cost and the advantage of using the market to form advantages to sell products.

But in this way, the distributors' brand loyalty is low, distribution operation is not specific, and brand promotion is almost impossible.

Store counters.

The establishment of counters in stores is a shortcut to quickly establish brand status and form brand image.

Generally speaking, the operation of larger regional agents is of great importance to establish a higher brand value and establish confidence in distributors and consumers.

There are also some powerful distributors who set up counters in supermarkets and supermarkets to sell their products according to their social resources.

This way has the characteristics of fast brand image and high profit per unit profit, and helps to strengthen the confidence of distributors and consumers. However, the increasing operating costs of shopping malls are also restricting the development of distributors of distributors and distributors.

Brand stores.

Like other clothing and footwear products, brand stores are one of the trends in the future development of children's shoes marketing channels.

For example, in the developed areas of footwear industry, such as the United States and Italy, footwear products are sold in brand stores, providing consumers with various styles of products and providing brand services to consumers.

The existing marketing mode and the excavation of the market potential of the enterprises will bring the following trend to the marketing mode of the domestic children's shoes Market in the future.

Direct battalion.

Due to the fact that the sales profits of children's shoes are not very strong at present, the direct business may result in a short-term rise in the cost of enterprises.

However, in the future, with the formation of brand consumption and stratification without brand consumption and the formation of new consumption habits, the brand unit profit will be improved. At the same time, enterprises can provide customers with various styles, crafts and shoes of various materials to satisfy all kinds of needs of customers through enriching product lines.

Large supermarket chains.

This marketing mode will become a mainstream mode in large and medium-sized cities. Brand operators will provide consumers with a one-stop shopping service, which will greatly facilitate consumers' consumption.

With the further promotion of large supermarket chains in developed cities, this trend will be enhanced to a certain extent.

Competing with independent brands

To fully understand the current management mode and development trend of children's shoes Market in China is indeed conducive to some enterprises that are optimistic about this market and ready to enter.

However, in fact, in the view of many enterprises, no matter what kind of marketing mode is adopted, they are only means of market promotion, and the core issue of occupying the market is how to make use of their own advantages to differentiate and compete for products.

"From the beginning of playing the" dog dog "brand, a large proportion of our foreign trade profits have been invested in the development of our own brand and the development of the domestic market.

Wu Hui said that in the company's view, the domestic market for children's shoes and children's clothing is not yet saturated. If there is long-term planning and early preparation, foreign trade enterprises can also turn to the domestic market, but this process can be said to be almost "painful and cruel", but long term preparations show the value at a critical moment.

According to Wu Hui's statement, the "good dog" is now relatively mature in the country's franchisee outlets. Now a considerable part of the export products have been successfully converted to domestic sales, and with the continued development of the "good dog" brand, Nan Qi is expected to further reduce the number of exports and occupy a larger share of the domestic market.

At the same time, the company's efforts to develop its own brand to seize the domestic market has also been affirmed by some people in the industry.

They said that at present, the domestic children's shoes market has a large space. On the basis of holding their own brands, it is the key to divide the domestic market with differentiated product positioning.

"The key to foreign trade to domestic sales is pformation and positioning."

Yao Yong said that children's shoes enterprises should be good at finding gaps in the market, showing differences in one field, thus forming an advantage.

Like Nan Qi and Kangda, in the aspect of brand cultivation, the attitude of children's shoes enterprises in Quanzhou and Jinjiang is quite positive.

At present, in these enterprises, it is mainly to purchase the mature cartoon image and cultivate the trademark image in two ways to mold the brand. The industry thinks that these two ways have their own strengths. Choosing the latter from the long-term perspective may have more advantages, but the time and effort will surely be more.

At present, these enterprises are actively using their strengths and experience to try to explore the domestic children's shoes market. Insiders say that the brand of children's shoes will experience a process of gradual recognition and acceptance in the domestic market as well as other clothing and apparel products.

However, after the sports brand of Jinjiang has gradually become one of the most dynamic forces in China's clothing and clothing market, it has provided a good reference for children's shoes enterprises in the same place.